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Anik Maghfiroh; Hidayah Desti Khayrunnisa; Meiliza Nur Shela; Nia Selvi Ayu Saputri; Siltya Yekti Hasna Larosa +1 more

Jurnal Pengembangan IPTeks Seni Kuliner, Tata Rias, dan Desain Mode 2026 Akademi Kesejahteraan Sosial Ibu Kartini Semarang

Makeup artistry is an aesthetic skill that functions to enhance appearance while concealing facial imperfections. Techniques such as foundation selection, foundation mixing, contouring, and natural makeup application have been proven to influence the quality of makeup results, both in terms of durability and aesthetics. This study employs a literature review method by examining several national and international journals related to makeup techniques. The findings indicate that selecting the appropriate type of foundation and applying mixing techniques can extend makeup durability for more than two hours. Furthermore, daily makeup practice significantly improves practical skills within society, while basic knowledge of cosmetics shows a positive correlation with the proper use of cosmetic products. This review emphasizes that makeup techniques have a tangible impact on the quality of results, whether in educational contexts, professional practice, or everyday needs. Therefore, mastering both theoretical and practical aspects of makeup artistry is essential for the sustainable development.

Hafid, Masruri; Krismiyati, Krismiyati; Diana, Andrushia

International Journal of Information Technology and Business (IJITEB) 2026 Universitas Kristen Satya Wacana

The integration of educational technology has become increasingly important in supporting effective learning processes. Google Drive is one of the widely used cloud platforms for online storage, access, and collaboration in educational activities. This study aims to examine the factors influencing vocational school students’ perceived ease of use (PEoU) of Google Drive as a learning support tool. The research model was adapted from the Technology Acceptance Model (TAM) by incorporating external variables, including Computer Self-Efficacy (CSE), Perceived Enjoyment (PE), Perceptions of External Control (PEC), Technological Complexity (TC), and Facilitating Conditions (FC). Data were collected from 274 students at a public vocational school in Central Java using an online questionnaire. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings reveal that Computer Self-Efficacy, Perceived Enjoyment, and Perceptions of External Control significantly influence students’ perceived ease of use of Google Drive. In contrast, Technological Complexity and Facilitating Conditions do not significantly affect perceived ease of use. These findings highlight the importance of internal user perceptions in supporting educational technology adoption among vocational school students.

Theresia Imelda Nelly Sianipar; Muhammad Ihsan Noviansyah; Viona Priskila Naftali Manurung; Saniyyah ‘Ulyaa; Namira Farahdiva +1 more

JURNAL RISET EKONOMI DAN AKUNTANSI (JREA) 2026 Institut Teknologi dan Bisnis (ITB) Semarang

This study aims to analyze the effect of the Bank Indonesia interest rate on the Indonesian rupiah exchange rate against the United States dollar during the 2021–2026 period. A quantitative approach was employed using monthly time-series data obtained from official sources. The analysis was conducted using multiple linear regression with the assistance of EViews software. The dependent variable in this study was the rupiah exchange rate against the US dollar, while the independent variables included the Bank Indonesia interest rate, inflation, money supply (M2), and the Federal Reserve interest rate (Fed Rate). Prior to regression estimation, all data were tested for stationarity using the Augmented Dickey-Fuller (ADF) test to ensure compliance with time-series analysis requirements. Furthermore, the model was evaluated through classical assumption tests, including normality, heteroscedasticity, multicollinearity, and autocorrelation tests, to verify the validity and reliability of the estimation results. The findings reveal that the Bank Indonesia interest rate has a significant effect on the rupiah exchange rate, with a probability value of 0.0223. This result indicates that changes in the domestic interest rate can influence movements in the rupiah exchange rate against the US dollar. In contrast, inflation, money supply (M2), and the Fed Rate were found to have no significant effect on the rupiah exchange rate during the study period. Moreover, the classical assumption tests confirmed that the regression model satisfied all required criteria, indicating that the estimated results are reliable and can serve as a reference for economic policy formulation.

Anik Maghfiroh; Itsnayni Itsnayni; Marselia Dewi Anggraeni; Varisa Berliana Al-Azhar; Nadine Fahira +1 more

Jurnal Pengembangan IPTeks Seni Kuliner, Tata Rias, dan Desain Mode 2026 Akademi Kesejahteraan Sosial Ibu Kartini Semarang

The development of social media, particularly TikTok, has played a significant role in shaping beauty trends and constructing ideal facial standards among young generations. The TikTok Beauty phenomenon not only provides diverse makeup references but also reinforces specific visual representations that influence perceptions of beauty. This study aims to examine the relationship between the TikTok Beauty phenomenon, the process of facial standardization, and its implications for the development of makeup techniques. A qualitative approach was employed through content analysis and literature review. Primary data were obtained from observations of popular TikTok videos under the hashtags #beautytrend, #makeup, and #tiktokbeauty, while secondary data were drawn from scholarly literature on beauty standards, social construction, and social media algorithms. The findings indicate that TikTok strengthens certain beauty standards such as fair skin, slim facial contours, and a flawless appearance which in turn influence techniques like complexion layering and visual manipulation. However, the platform also provides space for more inclusive and diverse beauty narratives. This study recommends enhancing aesthetic literacy to ensure that makeup practices prioritize diversity and the unique characteristics of each individual.

Khadiza Rahma; Syamzaimar Syamzaimar

Jurnal Pendidikan dan Kewarganegara Indonesia 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

The era of globalization presents challenges of moral degradation among students, including intolerance, individualism, and declining nationalism. These issues make character strengthening through Civic Education (PKn) a national priority. This study aims to analyze the effectiveness of PKn in shaping students’ character, particularly the values of religiosity, nationalism, independence, mutual cooperation, and integrity. The research employed a qualitative Library research design using secondary data from 18 scientific journals and 2 books published between 2021 and 2026. Data were collected through literature review and analyzed using content and thematic analysis to identify patterns of PKn implementation and its impact. The findings indicate that PKn effectively develops Good citizenship through character education based on Pancasila. Effective strategies include teacher role modeling, Problem-Based Learning (PBL), and digital media such as infographics and gamification. These approaches were reported to improve empathy, national loyalty, and integrity among students. The Merdeka Curriculum further supports character development by emphasizing affective learning through authentic projects. Challenges arising from foreign cultural influences can be addressed through collaboration among schools, families, and communities. The study concludes that PKn plays a significant role in strengthening students’ character and supporting the realization of Golden Indonesia 2045 through sustainable character education.

Khansa Aulia Putri; Handajany, Sofie

Journal of Educational Innovation and Public Health 2026 Pusat Riset dan Inovasi Nasional

Sleep duration and sleep quality are essential physiological needs that play a significant role in the emotional and behavioral development of children aged 3–6 years. Adequate sleep supports brain development, cognitive functioning, emotional regulation, and social interaction skills in early childhood. Conversely, poor sleep duration and low sleep quality may negatively affect children’s attention, mood stability, and ability to interact socially with peers and caregivers. This article is a literature review using a systematic review approach that analyzes 10 scientific articles published between 2016–2026 to evaluate the relationship between sleep duration and sleep quality with emotional and behavioral problems in preschool children. The article selection process followed the PRISMA flow diagram, with articles sourced from Google Scholar, PubMed, and ScienceDirect databases. The findings consistently indicate that inadequate sleep duration and poor sleep quality are associated with increased emotional and behavioral problems, including hyperactivity, anxiety, emotional dysregulation, and difficulties in social interaction among children. Furthermore, sleep disturbances were found to negatively influence children’s emotional self-regulation abilities, which are crucial for adaptive behavior. Therefore, ensuring adequate sleep duration and improving sleep quality are important strategies to support optimal emotional and behavioral development in preschool-aged children.

Yosfian Capriranda Aji; Ratih Kusumastuti; Riski Hernando

JURNAL RISET AKUNTANSI 2026 Institut Teknologi dan Bisnis (ITB) Semarang

The advancement of fintech, particularly the Buy Now Pay Later (BNPL) feature, is influencing student consumption patterns, including Shopee PayLater, which is popular for its convenience dan flexibility. This study aims to examine the influence of financial literacy, social environment, trust, dan income on the intention to use Shopee PayLater, with hedonic motivation as a mediating variable. A quantitative method using a survey dan SEM-PLS analysis using WarpPLS 7.0 was applied, based on UTAUT2 dan TPB theories. The results show that social environment dan income significantly influence intention, while financial literacy dan trust do not. Furthermore, financial literacy, social environment, dan income significantly influence hedonic motivation, but trust does not. Hedonic motivation only mediates the influence of social environment dan income on intention, not financial literacy dan trust. The results confirm that social dan economic factors are more dominant in driving BNPL use through emotional aspects dan pleasurable experiences. This study is expected to contribute to theory dan practice, as well as policy recommendations to improve financial literacy dan the wise use of financial services.

Fitria Ramadhani; Muhammad Iqbal; Jurana Jurana; Rudy Usman

JURNAL RISET AKUNTANSI 2026 Institut Teknologi dan Bisnis (ITB) Semarang

This study aims to analyze the influence of accountability and transparency in government financial reports on the achievement of Sustainable Development Goals (SDGs) 2 in Indonesia. SDGs 2 focuses on efforts to eradicate hunger, increase food security, and improve public nutrition. The study used a quantitative approach with panel data in 34 provinces in Indonesia during the 2021–2022 period. The sampling technique was purposive sampling, resulting in a total of 68 research observations. The research data were sourced from the National Development Planning Agency (BAPPENAS), the Supreme Audit Agency (BPK), and official local government websites related to the publication of regional financial reports. The accountability variable was measured using the BPK audit opinion on the LKPD, while transparency was measured based on the openness of the publication of seven components of the regional government financial report. Data analysis was performed using the Common Effect Model (CEM) with a robust standard error approach. The results showed that accountability has a positive and significant effect on the achievement of SDGs 2 with a coefficient value of 3.919 and a significance level of 0.000. Transparency also has a positive and significant effect on the achievement of SDGs 2 with a coefficient value of 2.415 and a significance level of 0.000. In addition, accountability and transparency simultaneously proved to have a significant effect on the achievement of SDGs 2. This finding indicates that the implementation of good governance through increased accountability and transparency of financial reports can support the effectiveness of food security and sustainable development programs in Indonesia.

Nugroho, Farhan; Alkena Sae Hafizah; Adzra Andriana; Anggun Mustika Anggraeni; Alfian Fadillah +1 more

JURNAL RISET EKONOMI DAN AKUNTANSI (JREA) 2026 Institut Teknologi dan Bisnis (ITB) Semarang

This study aims to analyze changes in Indonesia’s economic cycle patterns in the post-pandemic period, as reflected in inflation, interest rates, and the industrial production index over the 2018–2025 period. The study adopts a quantitative approach employing a multiple linear regression model. The data utilized consist of secondary time-series data obtained from Bank Indonesia and the Central Statistics Agency (Badan Pusat Statistik). The empirical results indicate that, simultaneously, the explanatory variables exert a statistically significant effect on economic growth. Partially, interest rates and the industrial production index demonstrate a positive and statistically significant influence. In contrast, inflation does not exhibit a statistically significant effect at the 10% significance level. The coefficient of determination (R-Squared) of 0.9327 suggests that the model possesses substantial explanatory power in accounting for variations in Indonesia’s economic growth. The descriptive analysis indicates that Indonesia’s economy experienced a contraction of -2,07% in 2020 due to the COVID-19 pandemic, followed by a gradual recovery throughout the 2021–2025 period. These findings imply that post-pandemic shifts in Indonesia’s economic cycle patterns are more prominently driven by interest rate policy measures and real sector recovery relative to the role of inflation.  

Septiana Septiana; Happy Fitria; Ahmad Wahidy

Jurnal Manajemen dan Pendidikan Agama Islam 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

This study aims to examine the influence of principal leadership and school culture on teacher discipline in public junior high schools (SMP Negeri) in Sembawa District, Banyuasin Regency. Teacher discipline is an important factor in supporting the effectiveness of the learning process and achieving educational goals. Therefore, understanding the factors that contribute to teacher discipline is essential for improving school performance. This study employed a quantitative research method with a purposive sampling technique. Data were collected through the distribution of questionnaires consisting of 66 statement items measured using a five-point Likert scale. The collected data were analyzed using statistical techniques to determine both partial and simultaneous effects of the independent variables on teacher discipline. The results indicate that principal leadership has a positive and significant partial effect on teacher discipline, as evidenced by a t-value of 5.127, which is greater than the t-table value of 1.9809. School culture also has a positive and significant partial effect on teacher discipline, with a t-value of 7.244 exceeding the t-table value of 1.9809. Furthermore, principal leadership and school culture simultaneously have a positive and significant effect on teacher discipline, as indicated by an F-value of 34.152, which is greater than the F-table value of 3.07. These findings suggest that strengthening principal leadership and fostering a positive school culture can significantly improve teacher discipline.

Sri Andini; Rokhayani Yuslida Hannum Harahap; Amri Jamil Tanjung; Salma Tiaz

Jurnal Manajemen dan Pendidikan Agama Islam 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

The development of digital technology has brought significant changes in the field of education, especially in the learning process, school management systems, and teachers' work patterns. This situation requires school principals' leadership who can adapt, be innovative, and act as agents of change in improving teachers' work ethic. This study aims to analyze the role of school principals' transformational leadership in enhancing teachers' work ethic in the digital era and to examine its relevance to educational transformation. The research method used is a qualitative approach with a literature study type through the analysis of various journals and scientific sources from 2020–2025. The results of the study indicate that school principals' transformational leadership plays an important role in increasing teachers' motivation, commitment, and professionalism through ideal influence, inspirational motivation, intellectual stimulation, and individualized consideration. In addition, this leadership is also capable of creating a work culture that is collaborative, innovative, and adaptive to technological developments. Digital transformation in education not only involves the use of technology but also changes in work culture and the improvement of human resource competencies in schools. The implications of this research confirm that school principals as transformational leaders have a strategic role in the success of educational transformation in the digital era through the continuous enhancement of teachers' work ethic.

Riamin Singa; Martua Sihaloho; Bernard Bistok Lubis

Student Research Journal 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

This study aims to analyze the influence of transformational leadership of school principals and teacher performance on student learning achievement at SMP Negeri 3 Tarutung. The research method used was quantitative with a population of 35 teachers and 151 students in grade VIII. The research sample was determined to be 35 teacher respondents, while the instrument was tested on 30 respondents at SMP Negeri 1 Tarutung and was declared valid and reliable. Data was collected through a closed questionnaire of 38 items. The results of the analysis showed that the transformational leadership of school principals had a positive and significant effect on student learning achievement with a contribution of 29.1%. Teacher performance was also proven to have a positive and significant effect with a contribution of 41.1%. Simultaneously, the transformational leadership of the principal and the performance of teachers have a positive and significant influence on student learning achievement with a contribution of 45.6%. These findings confirm that visionary leadership and optimal teacher performance are important factors in improving the quality of learning. Therefore, strengthening transformational leadership and improving teacher professionalism needs to be continuously developed to support the achievement of student learning achievements in a sustainable manner.

Usni Caroline Hikaru Simanjuntak; Limunada Umbase

Anugerah : Jurnal Pendidikan Kristiani dan Kateketik Katolik 2026 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

To address the negative impacts of teenage romantic relationships on peer dynamics and academic achievement at SMP Negeri 5 Sipahutar, school authorities implemented a regulation prohibiting dating, in line with Pancasila character education principles. This study aimed to evaluate the influence of this policy on fostering positive social behavior among ninth-grade students. The research employed a quantitative descriptive approach and involved 81 students as respondents. Data were collected using a four-level multiple-choice agreement questionnaire consisting of ten items. The analysis results showed a total score of 2707, a mean score of 33.42, a standard deviation of 4.8, and an average scale score of 3.34. The findings revealed that 78.2% of students agreed that the regulation encouraged peer cooperation, improved discipline in obeying school rules, and supported effective group learning. In addition, the policy appeared to contribute to a more positive school environment by reducing distractions associated with adolescent dating behavior. These findings indicate that school-based regulations can play an important role in shaping adolescent character and social behavior based on national values. Therefore, such policies may serve as an effective preventive strategy for educational institutions that aim to strengthen character education and promote responsible student conduct.

Laurensiana Ngguwa Modhe; Yosefina Andia Dekrita; Kristiana Reinaldis Aek

Jurnal Projemen UNIPA 2026 Universitas Nusa Nipa Maumere

This study aimed to: (1) describe the financial literacy, lifestyle, and financial behaviour of students in the Management Study Program at the Faculty of Economics and Business, Nusa Nipa University; and (2) analyse the partial and simultaneous influences of financial literacy and lifestyle on financial behaviour. Descriptive analysis results indicate that financial literacy falls into the "good" category (72%), lifestyle falls into the "fairly good" category (66%), and financial behaviour falls into the "good" category (70%). Furthermore, t-test results demonstrate that financial literacy has a positive and significant partial effect on financial behaviour. Similarly, lifestyle also exerts a positive and significant effect on financial behaviour. The F-test results reveal that financial literacy and lifestyle simultaneously have a significant effect on financial behaviour. Finally, the coefficient of determination analysis shows that these two independent variables explain 44.4% of the variance in the financial behaviour of the management students, while the remaining 55.6% is influenced by other variables outside the scope of this study.

Indira Indah; Syafrida Hani

JURNAL RISET EKONOMI DAN AKUNTANSI (JREA) 2026 Institut Teknologi dan Bisnis (ITB) Semarang

This study aims to analyze the effectiveness of the implementation of fixed asset accounting systems and procedures at the Department of Transportation of Medan City. The research employs a qualitative approach with a descriptive method to gain an in-depth understanding of actual field conditions. Data were collected through observation, interviews, documentation, and literature review, involving four informants directly engaged in fixed asset management. The results indicate that the implementation of fixed asset accounting systems and procedures has been relatively effective, as reflected in the execution of asset management stages in accordance with applicable regulations and the utilization of information technology-based systems. These systems support more structured recording and reporting processes. However, the effectiveness has not been fully optimized due to several constraints encountered during implementation. Factors influencing effectiveness include the quality of human resources, the use of technology, data completeness, and coordination among work units. The identified challenges involve data inaccuracies, limited user competence, weak internal control, and technical issues within the system. These conditions affect the quality of financial reports, particularly in terms of accuracy and timeliness, and also influence the effectiveness of internal control. This study contributes by identifying key issues and highlighting the importance of improving system quality and human resource capacity to support more effective and accountable fixed asset management.

Maria Yosefina Sule; Yosefina Andia Dekrita; Kristiana Reinaldis Aek

Jurnal Projemen UNIPA 2026 Universitas Nusa Nipa Maumere

This research aims to: (1) find out the overview of Investment Interests, Information Technology Advancements, and Investment Knowledge; (2) analyze the influence of Information Technology Advancement and Investment Knowledge on Investment Interest both partially and simultaneously. The population in this study is 1,280 students of the Faculty of Economics and Business, Nusa Nipa University. Based on the Slovin formula, the sample in this study amounted to 98 people. Sample distribution was carried out using proportionate stratified random sampling technique. Data were collected through questionnaires and analyzed using descriptive and statistical methods of multiple linear regression. Hypothesis testing is carried out through the F test and the t test. The results of the descriptive analysis showed that the Investment Interest variable was in the good criteria, the Information Technology Advancement variable was in the good criteria, and the Investment Knowledge variable was in the good criteria. The results of the t-test statistics show that partially the variable of Information Technology Advancement has a positive and significant effect on Investment Interest. Furthermore, the variable of Investment Knowledge has a positive and significant effect on Investment Interest. The statistical results of the F test show that simultaneously the variables of Information Technology Advancement and Investment Knowledge have a significant effect on Investment Interest. The results of the determination analysis showed that the two independent variables in this study were able to explain the variation in the fluctuation of Investment Interest in the Capital Market in students of the Faculty of Economics and Business, Nusa Nipa University by 33.2%. Keywords: Information Technology Advancement, Investment Knowledge, Investment Interest

Achmad Solechan

JURNAL PENELITIAN SISTEM INFORMASI 2026 Institut Teknologi dan Bisnis (ITB) Semarang

This study aims to analyze the role of information systems in supporting digital business success, particularly among Small and Medium Enterprises (SMEs), using a Narrative Literature Review (NLR) approach. The review examined various national and international scientific articles obtained from Scopus, ScienceDirect, SpringerLink, and Google Scholar databases published between 2021 and 2025. The findings reveal that information systems play a strategic role in improving operational efficiency, decision-making quality, innovation capability, customer engagement, and organizational competitive advantage in the digital transformation era. Technologies such as Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), cloud computing, Artificial Intelligence (AI), and digital platforms have proven to enhance SME performance and business sustainability. In addition to technological factors, the successful implementation of information systems is influenced by organizational readiness, digital capabilities of human resources, organizational culture, transformational leadership, as well as government support and digital infrastructure. The study also identifies several challenges in SME digitalization, including limited digital literacy, technological readiness, and financial resources. This research contributes theoretically by integrating the perspectives of Resource-Based View (RBV), Dynamic Capability Theory, and Digital Transformation Theory in explaining information systems as strategic organizational resources.

Nurul Aini MM Sodik; Melia Frilia Pakaya; Fitriyawati Ladiku; Nurwila Ye’ete; Nabila Nggai

Jurnal Pendidikan Anak Usia Dini dan Kewarganegaraan 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

Effective communication is an important element in the early childhood learning process because it plays a significant role in children’s social, emotional, and cognitive development. This study aims to determine the influence of teachers’ roles in developing effective communication among early childhood children aged 4–5 years at TK Damhil, Kota Selatan, Gorontalo Province. The research used a quantitative method with a descriptive research design. The research subjects consisted of 5 children aged 4–5 years selected through purposive sampling techniques. Data collection techniques were carried out through direct observation of children’s communication activities during the learning process. The results showed that the teacher’s role is very important in building effective communication through the use of simple language, responsive attitudes, active listening skills, and the use of verbal and nonverbal communication that is appropriate to children’s developmental characteristics. The implementation of effective communication was proven to improve children’s self-confidence, social interaction skills, and readiness to face formal education. Therefore, effective communication applied by teachers provides a positive contribution to optimizing early childhood development.

Almira Apsarini Ramadhani; Daffa Athaya Ramadhan; Fidela Dwi Artanti; Kelita Abigail Parhusip

Jurnal Bintang Pendidikan Indonesia 2026 Pusat Riset dan Inovasi Nasional

This study was motivated by the widespread use of Indonesian language that does not conform to standard linguistic rules in Instagram content created by adolescents aged 17–20 years. As a social media platform that emphasizes speed and self-expression, Instagram encourages users to employ slang, nonstandard abbreviations, code-mixing, and various other forms of language deviation. This study aims to analyze the forms of Indonesian language errors found in adolescents’ Instagram content and to identify the factors contributing to these errors. The research employed a descriptive qualitative approach using content analysis. Data were collected through questionnaires distributed to 37 respondents and through an analysis of their language use habits on Instagram. The findings reveal that the most dominant forms of language errors include letter repetition to emphasize emotion (78.3%), nonstandard abbreviations (56.7%), code-mixing between Indonesian and foreign languages (45.9%), and the use of slang (45.9%). The main factors influencing the use of nonstandard language are the desire to appear relaxed and informal (86.5%), the need for fast and practical communication (67.6%), and the influence of peer groups and social media trends. Nevertheless, most respondents are aware that these habits may negatively affect their formal language skills. This study highlights the importance of digital language literacy to help adolescents use Indonesian appropriately according to different communication contexts.

Sari, Fitrah; Rahman, Ahmad Vajri; Mirsal

Journal of Management and Social Sciences (JIMAS) 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

This study aims to examine the role of customer trust as a mediating variable in the relationship between digital marketing strategies and consumer behavior. As digital marketing evolves, companies are required not only to create engaging content but also to build strong trust to influence purchase intention, loyalty, and customer engagement. This research employs a systematic literature review (SLR) following PRISMA guidelines, selecting 52 empirical articles from reputable international databases such as Scopus, Web of Science, EBSCOhost, and ScienceDirect, published between 2015 and 2026. The analysis involved thematic and descriptive synthesis to assess the strength of digital marketing’s impact on customer trust and consumer behavior outcomes. The results indicate that digital marketing has a significant positive effect on customer trust formation (β=0.652; p<0.001). Customer trust functions as a partial mediator that strengthens the impact of digital marketing on purchase intention, loyalty, and engagement. The direct effect of digital marketing on consumer behavior is weaker when trust is not optimally established. These findings emphasize that effective digital marketing strategies must focus on transparency, security, credibility, and personalization to maximize consumer behavior outcomes. Practically, this study provides important implications for companies and digital marketing practitioners, highlighting that successful campaigns rely not only on content and visibility but also on the ability to build customer trust. The study also opens avenues for future research to examine more specific trust dimensions, including platform integrity, information quality, and social proof, within increasingly complex digital marketing contexts.